HOW INSTAGRAM INFLUENCERS’ CONTENT VALUE AFFECTS CONSUMERS’ BRAND AWARENESS

Abstract

The rise and proliferation of social media have provided consumers with new channels of interaction with brands. Social media users’ activities include not only passive information consumption, but also an active content creation as well. Therefore, companies are increasingly investing in activities regarding influencer marketing by hiring digital influencers, i.e. social media users with great influence on their followers. The purpose of this research is to analyze the informative and entertainment value of the content shared by Instagram influencers in order to determine its impact on consumers’ awareness of the brand that is advertised. A survey was conducted, with questionnaire as a method of data collection, on a sample composed of Instagram users in North Macedonia that follow influencers. A data set of 77 effective responses was collected. A multiple linear regression model revealed that entertainment value has a positive impact on consumer awareness of the existence of the brand that is advertised. At the end, recommendations for marketing managers in companies regarding influencer marketing are given, having in mind the goal to be achieved, i.e. increasing consumers’ awareness of the existence of the brand.